US Edition'Old Timer' Returns: Cracker Barrel Scraps Rebrand Following Public Outcry
Cracker Barrel reversed its 2024 minimalist rebranding after alienating traditional customers and sparking political backlash tied to the company's LGBTQ support, officials said.
- On Aug. 18, Cracker Barrel Old Country Store unveiled a new logo as part of an 'All the More' campaign, swapping the man‑by‑barrel mark for a text‑only wordmark over a yellow barrel shape.
- The chain's new CEO pushed progressive changes as part of a $700 million rebrand aimed at attracting younger, trend‑focused customers but alienated core customers.
- The company also removed Cracker Barrel's Pride page, redirecting it to a 'Culture and Belonging' page after Reuters reported the stock plunged as much as 13% by midday on Aug. 21.
- This week the chain announced it would keep its original 'Old Timer' logo and abandon the new mark, with President Donald Trump congratulating Cracker Barrel on Truth Social for the reversal.
- Commentators say the episode reflects the desaturation trend many American food chains pursued around 2016–2017, reducing brand distinctiveness across the sector.
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Total News Sources20
Leaning Left3Leaning Right5Center6Last UpdatedBias Distribution43% Center
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- 43% of the sources are Center
43% Center
L 21%
C 43%
R 36%
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